Page 120 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 7: Sources and Methods of Data Collection

Notes
Example 2: To distinguish between structured and unstructured observation, consider a
study, investigating the amount of search that goes into a “soap purchase”. On the one hand, the
observers could be instructed to stand at one end of a supermarket and record each sample
customer’s search. This may be observed and recorded as follows. “Purchaser first paused after
looking at HLL brand”. He looked at the price on of the product, kept the product back on the
shelf, then picked up a soap cake of HLL and glanced at the picture on the pack and its list of
ingredients, and kept it back. He then checked the label and price for P&G product, kept that
back down again, and after a slight pause, picked up a different flavor soap of M/S Godrej
company and placed it in his trolley and moved down the aisle. On the other hand, observers
might simply be told to record the “First soap cake examined”, by checking the appropriate
boxes in the observation form. The “second situation” represents more structured than the first.
To use more structured approach, it would be necessary to decide precisely, what is to be
observed and the specific categories and units that would be used to record the observations.
2. Disguised-undisguised Observation Methods: In disguised observation, the respondents
do not know that they are being observed. In non disguised observation, the respondents
are well aware that they are being observed. In disguised observation, many times observers
pose as shoppers. They are called as “mystery shoppers”. They are paid by the research
organisations. The main strength of disguised observation is that, it allows for maintaining
the true reactions of the individuals.
In undisguised method, observation may be contained due to induced error by the objects
of observation. The ethical aspect of disguised observations is still questionable.
3. Direct-indirect Observation: In direct observation, the actual behaviour or phenomenon
of interest is observed. In Indirect observation, results of the consequences of the
phenomenon are observed. Suppose, researcher is interested in knowing about the soft
drink consumption of a student in a hostel room. He may like to observe empty soft drink
bottles dropped into the bin. Similarly, the observer may seek the permission of the hotel
owner, to visit the kitchen or stores. He may carry out a kitchen/stores audit, to find out
the consumption of various brands of spice items being used by the Hotel.

Notes It may be noted that, the success of an indirect observation largely depends
on “How best the observer is able to identify physical evidence of the problem
under study”.
4. Human-mechanical Observation: Most of the studies in marketing research based on
human observation, wherein trained observers are required to observe and record their
observations. In some cases, mechanical devices such as eye cameras are used for
observation. One of the major advantages of electrical/mechanical devices is that, their
recordings are free from subjective bias.
Advantages of Observation Method

1. The original data can be collected at the time of occurrence of the event.
2. Observation is done in natural surroundings. Therefore facts are known, where
questionnaire, experiments have environmental as well as time constraint.
3. Sometimes the respondents may not like to part with some of the information. Those
information can be got by the researcher by observation.
4. Observation can be done on those who cannot articulate.
5. Bias of the researcher is greatly reduced in observation method.

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